Mohd. Mahmood Alam / Nalanda. Branding of Anarsa has started after Silav Ka Khaja. There is a wave of happiness among businessmen and artisans due to the sale of 30 kg daily. Artisans say that the day is not far when Anarsa will take more time to get GI tag after Khaja. The way Khaja is sent through the app (Kali Shah) to any corner of the world. In the same way, now the demand for Silav’s Anarsa is also increasing. Which is being sent to countries like Australia, America, London Gulf etc.
Branding of Anarsa was started 3 years ago. Now the demand of Anarsa has increased not only in the country but also abroad. Not only this, Anarsa will also be delivered to the customers by the Postal Department and Khadi Village Industries. The cost of one kilo of anarsa is ₹ 500/kg. Which is fried in refined oil. Whereas pure rustic ghee is sold at ₹ 1000/kg. Whereas, its price abroad is ₹ 3500 to ₹ 5000 / kg. Artisan Naresh Prasad, who makes Anarsa, says that he was trying to make Anarsa since childhood, now he has finally learned it. Such that the one who eats once, orders again and again. In this, 85% khova and 15% basmati rice powder is kneaded like flour and filled in it. A small piece of coconut and cardamom are peeled and crushed inside it. After that it is fried by applying a coating of sesame seeds.
30 kg is sold in 2 hours
The demand for this sweet increased from the Malmas fair. Which is becoming difficult to accomplish. Within two to three hours, 30 kg of Anarsa is sold. At the same time, shop operator Sanjeev Gupta told that like every year, this time due to the Malmas fair, the sale of Khaja and Anarsa has increased 4 times. One reason for which is to get GI tag. In view of the increasing demand of Anarsa, its branding has also been started. Now it is competing to give it a different identity in the local and national market as well. The way the branding of Khaja started, in the same way branding of Anarsa is also being done.
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FIRST PUBLISHED : August 29, 2023, 15:27 IST
